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This presentation was given at BDConf 2011: Nashville.
Mobile apps are on a clear trajectory for failure. It's just not possible to have an app for every device in my house, every product I own and every store I enter. Much like Yahoos original hierarchy gave way to Google's search, applications have to give away to a "just in time" approach to applications. This talk will explain how applications must give way to a more universal approach to application distribution, one based on the mobile web and cloud services. The problem of course, is that the mobile web has both hands tied behind its back. Any mobile app today is locked away behind a browser ghetto: in effect, a sub OS inside a larger mobile OS. This isn't just an arbitrary technology debate, a just-in-time approach to application functionality can unleash entirely new sets of application, ones which are impossible with native apps. This talk will layout how this problem can be fixed, and what changes need to take place, outside of just HTML5, for it to happen.